Hyperstar Lahore

Gohar shaheen

Hyperstar

Pakistan's most dynamic, fast-moving and exciting hypermarket chain! Our company has global expertise which helps us offer the Consumers here in the Pakistan the same quality, variety and value-for-money that is provided all over the world.

Background

Majid Al Futtaim Retail

Recognized as one of the most active shopping concept developers throughout the region, the Group first introduced the hypermarket model to the Middle East in 1995.

Majid Al Futtaim Hypermarkets, offers shoppers the same quality, variety and value-for-money that have made the brand a household name to millions over the world.

Aim:

Our aim is to offer customers a wide range of low-priced, quality choices in food, personal care, communication, leisure, entertainment and household goods while continually meeting the needs of local consumers.

Our Mission

We are totally focused on meeting the expectations of our customers.

Our mission is to be the benchmark in modern retailing in Pakistan.

Our mission is to be the benchmark in modern retailing in each of our markets by delivering:

•

Mission

To our customers:The best price and the best merchandise, in a pleasant shopping environment in every store and every country.

To our employees:The possibility of growth and satisfaction in a trusting environment, providing challenging jobs and motivational compensation.

To our shareholders:A sustained return on their investment and the growth prospects of a global retailer.

To our suppliers:Markets, customer intelligence, and cooperation to improve products through long-term mutually beneficial relationships.

To local and national communities:A deep commitment to the community, as a socially acceptable organization.

Five years of excellence

Hyperstar reputation has been built, above all, on the quality and freshness of the products, customer service and competitive prices.

Selling goods with quality choices in food, personal care, communication, leisure, entertainment and household goods while continually meeting the needs of local consumers in 2009, with the ranging from needed to refrigerate food to clothes under one roof, is trendy as shoppers pick specialized stores.

Core Competence

Hyper star's own retail brands are a significant medium for brand differentiation and customer loyalty, contributing substantially to the organization’s growth in sales.

Due to massive buying power, Hyper star guarantee to cut costs and keep prices low.

No wonder more than 2,000,000,000 people worldwide shop with us every year! As well as unbeatable value, Hyperstar also got unbeatable choice - you'll find over 100,000 items always in stock!

Why Hyperstar?

Hyperstar Provide convenient locations near to you and easy parking when you get there, and it's easy to see why so many people choose Hyper star!

Target market:

Our target market is:

• Discount oriented singles and Families

• Working class

• House wives

Retail Format

• Hyperstar is a departmental store. It provides a wide variety of breath and depth.

• Hyperstar offers a wide range of consumer goods such as clothing, house wares, furniture and appliances. It typically offers a choice of multiple merchandise House Hold Goods Department, Home Appliances," Textile, Grocery and beverages).

Categories of the Merchandise

Household Goods

Shopping at Hyperstar couldn’t be easier. Get everything from house ware to office & home stationary, sports good, toys, and so much more. There’s everything for everyone.

Home AppliancesGo techno-crazy with the latest technical equipment, gadgets and electronics items to satisfy you. From International brands, all our products are durable and of good quality. At Hyperstar we cater to our customers’ needs.

Textile

Take your pick from an amazing collection of fashion apparels and beautiful home linen that will satisfy your every need and provide you with quality and affordable items. From basic wear to formal wear, trendy outfits to cool seasonal collections, you can find your style right here. What’s more, decorate your home with the latest from our bedroom, bathroom and kitchen ware sections.

Textile

Grocery & Beverages

• Your one-stop shop for everything from cleaning products to groceries, fresh foods to frozen foods, and just about anything you need for your home. Also, avail 10% discount on most of the retail grocery products.

Grocery & Beverages

Grocery & Beverages

• Get value for money and quality goods with our amazing collection of fresh food counters that add to our success everyday. From fresh foods that are prepared in-store everyday to imported foods from across Pakistan and abroad, you can now enjoy a variety of foods to tempt your palate.

Fresh Foods

Location

Lahore Karachi

Customer service sections

Hyperstar is providing good customer service through its trained employees, there is always a number of employees in every section to help the customers. There placed mystery Shoppers too, to check the behavior of employees.

Reception areas

In reception areas there is a lot of sections to cater multiple customers at a time so that there time could b save and there is fully automatic services regarding pricing receipts of products.

Location & tenant mix

Hyperstar Lahore is located at the center of the city so that it is easily reachable to every citizen.

Floor designing

There are two floors in Hyperstar

• Ground Floor

• Ist Floor

In ground floor mostly items included grocery, beverages and fresh food, cosmetics, cafe.

Ist Floor was having Textile, House hold goods and Home appliances.

Ground-floor

The grocery items of Hyperstar are all to be at ground floor. There is a series of endless rows and columns, where relevant items are placed. Furthest along, there are ready-made food items which include Karahis, wings, salads and so forth. There is such variety there to be found, that is not found elsewhere. There is a fish corner too, on one side of the food-corner. Going further left leads to the vegetable and fruits corner where fresh fruits lie in all sorts of variety. Even imported fruits and vegetables are available, especially those being the apples and pineapples.

First-floor

The first floor, ironically, is the most crowdie place in the Hyperstar. There, items range from sports’ to electronics’ to textile’s. These all come in extremely fair prices, especially the shirts, trousers and pants. Most T-shirts would not cost you more than Rs. 350. As for the electronics’ corner, it leaves something to be desired. Yes, there are latest laptops and cell-phones and speaker systems there, but the corner is too narrow to display electronics fully, and in my opinion, hyperstar is no competition in that regard anyway.

Towards the end, there is a book corner as well, with the name 'Ferozsons'. But it’s not impressive at all. It’s just a small book-shop with a little of cds and novels, and most books are not even arranged in good order.

Ground Floor Ist floor

Visual Merchandizing

visual merchandising are factors that contribute to the uniqueness of a store. The exterior and interior of a store convey several messages about the store to the consumers.

Atmosphere

Retail atmospherics are the little steps that make the purchasing experience easier, and more pleasant, on the customers. Retail atmospherics usually increase sales and profits with little effort on the part of the retailer.

Utilities:

Hyper star atmosphere is very suitable for shopping. As it is providing the utilities of a balanced atmosphere not so hot no so cool atmosphere and also providing the facilities of cafe and etc.

Cont….

Design

The shelves arrangement is good , from a distance customer can recognize that which are products are placed there.

Signage

Retail atmospherics deal a lot with signs. If a store has something on sale, it is clearly marked so that the customer can be directed towards those items.

Cont…..

Music:

Hyper star play music that calms people, and when people are calm, they are more likely to spend more money. Music is used to symbolize the product being sold in the store.

Lightening:

There is proper lightening system in Hyperstar.

Cleanliness:

Cleanliness is very important factor in retail store and hyper store focuses on cleanliness a lot.

Parking

There is some huge expanse of land, more than enough that a shopping mall be administered to its fullness, and a vast parking space be provided to those coming in to feel their way with shopping. There have aroused a lot of security threats to vehicles, especially cars, recently in Pakistan that have raised many parking concerns. Thankfully, in that field of regard, Hyperstar has an expanse of parking, a secure parking that is.

Hira Farooq

Pricing strategy• According to Manager , they take consumer

survey and from that the Hyperstar will sets his prices according to competitive pricing strategy and follow Market-oriented pricing and for many products they do psychological pricing.

Survey can be on

• Daily basis

• Weekly basis

• Twice a month

Price Range

• Food and beverages:

25low to 3000 pkr

• Textile:

100 to 8,000

• Grocery

5 to 4000

• Electronics

500 to 500,000

Advertising

Hyperstar do Advertising from

• Website

• Social Media

• Flyers

• Broachers

• News paper and magazines

• TVC

Website

Flyer

Tvc

Hyperstar Tvc are not presented on Tv and cable in daily routine but they are presented for special promotions like multimedia promotion, beauty week.

Promotion

Customer Services

Hyper star provide augmented services to their customers.

• It gives delivery services on heavy products and electronics.

• It also provide credit card services.

Hyperstar Google play/Apple play store

Weekly Promotion

COOKING FESTIVAL FROM 30th JAN TILL 12th FEB (LHR n KHI BOTH)

Customer Loyalty Program

Hyperstar s not offering as such loyalty program for customers. All the customers are treated equally whether they enter in store first time or 2nd

time it does not matter.

Discounts

Seasonal Discount

BOGOF

WIN YOUR TROLLEY

Discount On Multimedia Products

Social Activities

Gift Card Recipe Of the week

Go Green

Trade area Analysis

Location:

• Fortress Stadium, Lahore 54000

• Located in the center of City

• Convenient locations near to you and easy parking when you get there, and it's easy to see why so many people choose Hyperstar!

Map:

Area near Hyperstar

Primary Area:

Mian Mir Road, Aziz bhatti road, Lahore cantt, sarwar road, shami road, lahore gymkhana.

Secondary area:

Jail road, college road, MM Alam road, liberty, tufail road, Sagar road and Allama Iqbal Road.

Fringe:

GT road, China road, Ravi Road, ferozpur road, service road, peco road

According to Hyperstar it has no direct competitor in Pakistan because it is

the only retailing store. It is providing the products on relatively

lower prices than other stores.

It is present in the centre of city so everyone can visit easily.

Sustainable Competitive Advantage

Technology

Distribution channel

• Hyperstar has single distribution channel the physical store from which customer can buy. Hyperstar website exists but from website you can only download the latest offers.

Security

For security the electronic gates and security checks are available and hidden cameras are present.

Our sales personnel's are trained they are passed through trainings programs so that they can communicate effectively to customers.

Future focus & expansion plan

Future focus

• Future focus means parked solidly in the present but with an attitudeand a commitment to engage with the future in order to discoveralternatives as a context for making choices today.

• wants to choose and create a future for itself.

Future focus

• The priorities and choices of people are changing with time So, Hyper star is continuously involved in research to predict the customer’s response in near future and trying to adapt its present according to it.

• All these efforts are making to facilitate the target customers in future

Expansion plan

• After fortress stadium Lahore, Hyper star is trying to increase its retail stores in Pakistan.

• Hyper star Karachi is a part of its expansion plan that was open in Dolmen Mall near sea view, Karachi.

Expansion plan

Hyper star wants to

open more store in

• Lahore

• Karachi

• Islamabad

Problems

There are many problems for hyper star in Pakistan

• Presence of a lot of local competitors.

• HKB in Lahore and Naheed & Imtiaaz in Karachi.

• Hyper star is hesitated to expand it due to Bad economy of Pakistan.

Conclusion

• It has become the leading retailing store of Pakistan.

• Due to Product variety, shelving, display, marketing and businessplans,We can concluded that Hyperstar is one stop shopping place.

• It fulfill all needs of customer and give a high degree of satisfaction.

Recommendations

• There is only one store in Lahore so Hyperstar should open more stores to capture more market share.

• Hyperstar should follow multiple distribution channel.

• Hyperstar mainly do advertising through flyers and Facebook page they do not focus on Tvc and only use Tvc for annual multimedia promotion they should use Tvc for the monthly campaigns to attract new and existing customers.

• Hyperstar is not following any loyalty program so they should device a loyalty program and should implement it.